Accept Reject

BJ Sams

Total

10 media 6847 17386.9 24.6 92.9 17504.4

magas 62.9 4126.1

4126.1

sun mags

news 2314.9 4626.2

38.1 38.1

54.8 4681

outdoor network tv spot tv syndic tv 164.1 1707.4 357.4 1092.5 1554.8 24.6 382

1092.5

1554.8

0

cable tv net net radio national spt rd 137.2 3196.8 1930.6 502.5

3196.8

1930.6

502.5

1 SO1 SO2 SO3 ST1 ST2 ST3 WO1 WO2 WO3 WO4 WT1 WT2 WT3

2 5 5 4 4 5 4 5 4 5 3 1 3 4

3 4 4 4 3 4 2 3 2 4 5 2 3 4

1. Fit with mission, vision, & objectives 2. Consistency with realities of external audit 3. Feasibility given firm’s internal audit 4. Ability to build upon competitive advantage 5. Shelter from environmental changes 6. Potential rewards 7. Lack of risk

4 4 5 5 4 5 4 5 4 4 4 3 3 4

5 5 5 5 4 4 3 5 3 4 3 1 5 3

6 3 4 3 2 3 2 2 2 3 4 3 2 2

7 4 4 4 3 4 4 4 3 4 3 1 5 4

Total 3 3 5 2 4 2 3 4 3 3 3 2 3

28 30 30 22 29 21 27 22 27 25 14 23 24

o ST1: Costco has a good ROA that will make sure our investments in other cou have the resources to expend on translations for company materials and websi o ST3: Costco will keep costs low when translating materials, as to continue to customers low. o WO2: Develop promotions online to display the quality goods Costco offers, w thinking Costco does not sell quality goods. o WT1: Costco does little to no formal advertising, which means they would hav o WT2: Increasing advertising in other countries will inform those customers tha appeal to their cultural needs. .

The above strategies were rejected because they are secondary strategies. Th accepted should be implemented first, so later the rejected strategies could be strategies are not as important for the initial long-term objectives, as the accept

Accepted TOWS: o SO1: Costco will increase its comparable store sales from 2006 on by introdu increasing frequency and variety of in store samples. o SO2: With the increase of countries being able to order off the updated websi from 2006 on. o ST2: Costco is already very efficient at inventory turnover, that they will focus other assets, as to compete with BJ’s, their biggest competitor. o WO1: Costco will overcome its lack of stores in the global market by opening o WO3: Increase advertising expenditures for online advertising for the 59 millio States and the 16.11 million in Canada. o WT3: Costco will have to understand all the legal restrictions of each new nat Costco to expand into the regions they have not yet. o WO4: Costco will divest their stores in Taiwan, due to the failing market there, Japan more and more, due to their market stability. o SO3: Costco will offer trial memberships through their website to increase sam

our investments in other countries grow and they can then mpany materials and websites. materials, as to continue to keep overall prices for the

ality goods Costco offers, which would deter customers from

hich means they would have to expend less on translations. inform those customers that Costco is making attempts to

e secondary strategies. This means that the strategies we ejected strategies could be put into effect. Overall, these m objectives, as the accepted ones.

es from 2006 on by introducing a makeup counter and . order off the updated website, sales will increase for Costco

urnover, that they will focus more on the turnover of their competitor. e global market by opening new stores in India. advertising for the 59 million Internet users in the United

estrictions of each new nation it enters, which will allow for to the failing market there, and will begin to move into

heir website to increase same store sales and website visits.